Greenleaf Foods, the Maple Leaf Foods subsidiary that specializes in plant-based protein products, has entered into a partnership with the Montreal Canadiens professional hockey team.

During this three-year partnership that kicked off in October, Montreal Canadiens fans can enjoy a broadened food concession offering at home games with new plant-based options featuring the company’s Lightlife and Field Roast products. The brands are the official and exclusive plant-based protein partners for the Montreal Canadiens and the Bell Centre, the arena where the Canadiens play.

On event days, the Lightlife Burger and Field Roast Mexican Bowl are served at M2 Marché Montréal concessions, and the Field Roast Mexican Bowl is served at the Texan concession at the 300-400 level. In addition, the partnership includes advertising and retailer promotions. To extend the partnership, Lightlife and Field Roast have visibility throughout Club de hockey Canadien proprieties such as web banners, digital concourse area signage, and in-bowl scoreboard domination.

“Not only is Montreal’s food culture well-known across Canada—and internationally—the Montreal Canadiens’ fanbase is first-class. Aligning our two organizations to offer delicious, high-quality plant-based foods during home games and sampling events is an incredible opportunity,” said Dan Curtin, President and CEO, Greenleaf Foods, SPC. “We couldn’t be more excited about this partnership.”

As more consumers adopt flexitarian diets, they find that eating plant-based on the go can be challenging. The partnership between Greenleaf Foods and the Montreal Canadiens, allows consumers to enjoy high-quality plant-based protein at the Bell Centre.

“We are proud to offer the Bell Centre’s visitors an experience they will enjoy and remember. Over the past two years, we upgraded our food offering by adding various options from tacos and poke bowls to high-end poutine. Now with plant-based options, we can also cater to fans that are looking for meat alternatives,” said Daniel Trottier, executive vice president, guest services and facilities operations at Groupe CH. “By welcoming Greenleaf Foods, SPC as our partner, there will be something for all the hockey fans and foodies at the Bell Centre.”